Glossary

Here is a list of most common terms in Web Analytics & Marketing along with their definitions:


They have been categorized in buckets.

Digital Analytics Glossary of Terms

General Lingo:

·         Metric Calculations
Metrics are calculated using first touch, participation (full), last touch, and linear(fraction) allocation methods. Each method calculates values differently based on formulas.

·         Campaign-Specific Metrics
Campaign-specific metrics are fixed numeric values associated with a campaign, such as the hard cost for a campaign.

·         Custom Metrics
Custom metrics let you track additional success metrics on your site.

·         JavaScript Version
A metric that enables you to view the version of JavaScript being used by a visitor to your web site.

·         Social Metrics
You can add Social metrics to reporting and analytics metric reports. These metrics are used in Social, which helps you understand how conversations in social media (like Twitter and Facebook) affect brand perception, channel activity, and key business metrics. For example, you can know how often a product is mentioned, gauge product sentiment, and then see how social metrics correlate with your key performance indicators in the Key Metrics Report.

·         Video Metrics
The events and variables you define on the Video Reporting page for your report suite.

·         Mobile Metrics
The number of times a page is viewed or a dimension is set when accessed via a mobile device. Ad hoc analysis only.

Primary Metrics:

·         Orders
The number of orders made on your website during the selected time period. You can break down individual time periods by other metrics to show the items (such as products or campaigns) that contributed to the most orders during that time frame.

·         Bounce Rate
Shows the percentage of visits that contain a single hit.

·         Visit
A sequence of page views in a sitting. The visits metric is commonly used in reports that display the number of user sessions within the selected time period.

·         Visitors
The number of unique visitors to your site for a selected hour, day, week, month, quarter, or year. For example, the unique visitor can visit a site ten times in a week, but if the time period is week, a single unique visitor is counted only once for that week. After that week is ended, that unique visitor can be counted again for a different time period.

·         New/ Returning Visitors

 This metric counts visitors who have/ have not been to your site in the last 30 days. A New Visitor Engagement is an eVar set at the beginning of each visit (original allocation). First-touch channels can also be New Engagements, depending on visitor engagement expiration setting.

Most Common Calculated metrics:

·         Average Page Depth
The average number of clicks it takes users to get to a certain page in the website.  It Can be calculated by Visits / Pageviews

·         Average Time Spent
Represents the average time per sequence of a given value within a visit.

·         Visit frequency
The average number of clicks it takes users to get to a certain page in the website.  It Can be calculated by Visits / Visitors

·         Lifetime
The total amount of a given success metric for a single user, for example, the total number of lifetime visits for a user.

·         Conversion Rate
calculated as Orders/ Visits which suggests the likelihood of success by visitors.

Ecommerce & Funnel Metrics

·         Funnel or Pathing
The a checkout path of all mandatory steps to completion of an activity.

·         Cart Additions
The number of times an item was added to a shopping cart. This value comes from thescAdd event.

·         Cart Open
The number of times a customer opened a shopping cart by adding the first item. Occurs the first time an item is added to the shopping cart. This value comes from the scOpenevent.

·         Cart Removals
Number of times an item was removed from a shopping cart. This value comes from thescRemove event.

·         Cart Abandonment
Number of times the visitor left the shopping cart experience.

·         Cart Views
Event in which the contents of the shopping cart are viewed by the customer.

·         Checkouts
An event that occurs when customers arrive at the checkout stage of a purchase. The checkout stage usually occurs just before a purchase is finalized, and usually involves the customer entering personal information (such as their shipping and billing information). You have control over the events on your site that qualify as checkouts. This value comes from the scCheckout event.

·         Path Views
The Path Views metric is based on pathing data, which is tracked for all users who accept persistent cookies.

·         Product Views
Instance of the Product View being set. Occurs when the product detail page is viewed. This value comes from the prodView event.)

·         Revenue
Revenue is captured on the purchase event, and is defined as the total dollar amount for the sum of the order for each product. This value comes from the purchase event.

Similar Metrics:

·         Click-throughs
Click-throughs represent the number of times that a tracking code for a given campaign was passed into reporting. When a visitor clicks on an affiliate link that has been tagged with one of these tracking codes, the visitor is taken to your landing page and the tracking code is captured in s.campaign. That data is sent into reporting and a click-through is recorded.

·         Instances
The number of times that a value was set for a variable.

·         Occurrences
The number of times a specific value is captured, plus the number of page views for which the given value persisted. In other words, Occurrences are sum of page views and page events. Occurrences are available only in ad hoc analysis.

·         Page View
A Page View is counted for each server call that is sent. This metric represents total instances of Page View. TrackLink calls are not counted as page views and do not increment the Page Views metric.

Associated to Departure of Site

·         Entries
Entries represents the number of times a given value is captured as the first value in a visit. Entries can occur only once per visit. However, it is not necessarily the first hit if the variable is not defined.

·         Exits
The number of times a given value is captured as the last value in a visit. Exits can occur only once per visit.

·         Bounces
A visit that consists of a single server call. For example, a single page visit is a bounce if a visitor does not interact with the page in a way that sends data to Adobe, such as clicking a link or a video start. If more than a single hit is received in a visit, a Bounce is not counted.

·         Single Access
Single Access is defined by the number of visits to your site that contained a single unique Page Name value. If a user comes to your site and clicks a tracked link, triggers an event (such as a video view), or reloads the page, the visit is still considered a Single Access visit. As long as value for the pageName variable does not change, any number of requests can be sent and the visit is still considered a Single Access.

Advance Metrics

·         Custom Events
Page events consist of image request data from non-standard image requests. Sources of non-standard image requests are download links, exit links, and custom link tracking.

·         Searches
The recommended default metric for search engines and keywords. This metric represents instances of a click-through, and shows the page that is associated with a specific engine or keyword. Searches metric data can be reported retroactively to the beginning of the data set.

·         Video Views
Indicates that a visitor has viewed some portion of a video. However, it does not provide any information about how much, or what part, of a video the visitor viewed.

·         Total Sentiment
Sentiment defines the emotional feeling of a term. Total Sentiment is a cumulative total of the sentiment scores. Social provides a default dictionary containing a list of terms that are generally assumed to be positive, negative, or neutral. Social uses this dictionary to assign a sentiment score that reflects whether the terms, verbatim, or collection of verbatims on the social web are positive, negative, or neutral.

·         Mentions
A count of each time Social records a keyword term being mentioned on the social web in a post, picture, or video.


Majority of the credit goes to Adobe  

http://microsite.omniture.com/t2/help/en_US/reference/metrics.html